SEM I - CONTENT/TEACHING OUTLINE

COMPETENCY:6.00Identify the components of branding and licensing within the sports and entertainment industry.

OBJECTIVE:6.01Explain the concept of branding

  1. Identify the forms of branding.
  2. A brand is a design, name, symbol, term, or word that distinguishes and identifies a company and/or its products or services.
  3. A corporate brand represents the entire company or organization. For example, Coca-Cola, McDonald’s, Kraft, or Microsoft.
  4. A product brand represents a specific product of a company or organization. For example, Diet Vanilla Coke, Big Mac, or Windows XP.
  5. A private distributor brand is also called a store brand. These products are branded under the private distributor’s label. For example, the Radio Shack brand of batteries, or the Lowes Foods brand of Macaroni and Cheese.
  1. Explain the components of a brand name.
  2. A brand name includes all of the combined impressions and experiences associated with a particular company or product. For example, McDonalds makes the customer think about quick food, low prices, and consistent service.
  3. Brand identity consists of a spoken name and the corresponding design, logo, or symbol. For example, Coca-Cola and the Coke “swirl” or Nike and the Nike “swoosh.”
  4. Brand image is the consumers’ beliefs about the company and/or its goods or services. Quality, price, and value may affect a brand’s image.
  5. Brand equity is the perception of added value a product has as a result of its brand name. A highly recognizable brand has a high level of brand equity. Brand equity is an intangible perception or memory.
  6. The benefits of brand equity include:
  7. Brand name recognition or awareness
  8. Customer loyalty
  9. Perceived quality
  10. Strong emotional or mental associations
  11. Brand equity can be a valuable asset. The following data shows the perceived value of brand equity for a few of the top companies:
  12. Coca-Cola $69 billion
  13. Microsoft $65 billion
  14. Disney $32.6 billion
  15. American Express $17 billion
  16. Ericsson $7 billion
  1. Discuss the forms of trademarks.
  2. A trademark is a word, phrase, symbol, or design that identifies and distinguishes the company from others. A trademark has legal protection through the United States Patent and Trademark Office.
  3. A service mark is the same as a trademark but for a service.
  4. When a company claims rights to a trademark or service mark, they may use the “TM” or “SM” designations to indicate ownership of the mark. Once the United States Patent and Trademark Office registers a trademark or service mark, the company may use the  symbol.
  5. A trade character is a personified symbol that represents the brand name. For example, Mickey Mouse for Disney, Captain Fear for the Tampa Bay Buccaneers, or STORMY for the Carolina Hurricanes.
  1. Discuss the elements that make a brand successful.
  2. Easy to pronounce and free from negative connotations. For example, Tide or New Balance.
  3. Short and easy to remember and recognize. For example, Nike or Epic Records.
  4. Describe the products features and/or benefits. For example, Arcticat Snowmobiles or Goodyear Aquatred.
  5. Consistent with the image of the product. For example, SnackWells or FedEx.
  6. Must be distinctive enough to not infringe on any copyrights for other trademarks, should be capable of legal protection and registration.

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